Household & Domestic

Marketing in the household sector

Articles and cases by category:
Batteries
Cleaners, detergents
Furnishings
Gardening



James Price, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study shows how Everest, the British home improvements company, reversed declining performance through small improvements.


Amelia Redding, Fiona Keyte, Matt Gladstone and Lucy Jameson, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Fairy, the washing up liquid brand, built on its iconic status to increase its market share in the UK.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014
This event report demonstrates how American Standard, a company best known for its bathroom fixtures, successfully put a clear, consistent purpose at the heart of efforts to revive its brand. In a low-interest category with a long purchase cycle, purpose-driven branding holds huge promise as a means of engaging shoppers.

Phil Springall and Sotiris Migkos, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.


Louise Nolder and Ila De Mello Kamath, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Pedigree, the dog food brand, used partnerships with dog's rescue charities to build brand recommendation and reputation, and increase sales in the UK.


Kevin Affonso, Cherisma Lahori and Sharan Sabhachandani, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Tide Naturals, a laundry brand owned by P&G, changed it approach to Indian consumers after finding that whilst women used the product, men made the decision to purchase.


Rob Ward, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.


Euromonitor Strategy Briefings, October 2014

This report explains the rising trend in pet humanisation, as small animals become popular pets in several markets and people become increasingly willing to spend more on pet accessories.


Jay Chiat Strategic Excellence Awards, Honorable Mention, 2014

This case study describes a Mother's Day campaign by American Greetings, the greetings card company, which used an online video talking about the 'hardest job in the world' to build appreciation for mothers.

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